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From Correlation to Causation, and Then to Optimization: An Implementation Approach for Next-Generation MMM That 'Truly Generates Profit' Using Causal Graphs (DAGs) and ...

Is it true that 'sales increased because we increased advertising'? Moving beyond traditional MMM, which is deceived by correlation, I will explain an implementation approach that combines causal ...
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Don't Stop at 'Visualization' with MMM: Building a Decision-Making Automation Foundation for Budget Optimization with Bayesian Inference and SciPy

"We have introduced MMM (Marketing Mix Modeling) and visualized the contribution of each advertising channel." If you, as a data scientist or AI engineer, are satisfied with reporting this to the ...

Why marketing mix modeling is still hard to get right

Open-source tools have made MMM more accessible, but reliable results still depend on clean data, thoughtful modeling, and ...
MarTech on MSN

Open source made MMM cheaper, not easier

Free tools have lowered the cost of marketing mix modeling, but data quality and human expertise remain the biggest barriers ...